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J. Walter Thompson

Indian charity BloodConnect partners with rock band Parikrama to drive donations through 'Scream for Rock 'n' Roll' event

By Gillian West, Social media manager

JWT

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J. Walter Thompson article

August 12, 2014 | 3 min read

Delhi-based charity BloodConnect has joined forces with JWT and Indian rock band Parikrama to hold a unique blood drive that invited participants to scream their way onto the band’s next single.

With fear of pain the biggest barrier preventing donations from young adults in the region, BloodConnect engaged Parikrama to help potential donators overcome their fears by screaming for a different reason.

Along with JWT BloodConnect set up four ‘rocking’ blood donation booths across Delhi last week which played Parikrama songs and invited donators to scream their hearts out whilst donating blood. The hundreds of screams recorded have since been added to a new version of the band’s hit ‘Screaming Town’, launched at a concert at IIT Delhi on Saturday 9 August.

BloodConnect co-founder, Utkrash Kawatra, commented: “Our ultimate goal is to put an end to the blood shortage in India. And we believe that this cannot be achieved without the unconditional support and participation of the youth. We’re thrilled to be working with Parikrama on this project. Their music radiates tremendous energy and exuberance, and charges young hearts with the passion to do something meaningful and worthwhile.”

Parikrama founding member and keyboard player, Subir Malik, added: “If we can change the mindset and transform even ONE person into a donor, we will be more than happy. The blood donated by that one person, can save more than two lives. It could be mine or yours.”

Of the initiative, JWT South East Asia ECD, Tay Guan Hin, said: “Screams are often connected with fear, shock and pain. But more often than that, they express sheer excitement, delightful surprise and pure joy. This idea lets youth participate with India’s most famous rock b by screaming while they donate. By turning their screams of fear into screams for rock and roll we strongly believe it will significantly drive up donation numbers in droves.”

According to BloodConnect the event and its lead up collected enough blood to save over 1600 lives.

J. Walter Thompson

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